As your mind runs over all the possible variables for getting more leads, a nagging voice at the back of your mind, the helpful, yet sarcastic voice of your subconscious asks “What was the last piece of content you created?”.
You’ve heard the hype: content is not King, and you need to focus on other things like cold calling or knocking on doors, failing to remember that the script you read from is content, and the brochure you thrust into the receptionist’s hands is content too.
Don’t believe the hype that content is not king.
Bill Gates said so back in 1996, and all these years later it still holds true; Content is king. Regardless of where you stand in the argument the fact remains that content plays a critical role in business as well as online. Without the content there would be no newspapers, websites, videos, dare we say the internet? The whole darn thing is built with content albeit some better than others; not all content is created equally.
Content is what makes the world go round, it has been ever since Bi Sheng invented the printing Press (yeah I know Gutenberg brought the printing press to western Europe, but the Chinese had the press and moveable type at least 350 years before hand, so it’s technically wrong to call Gutenberg the inventor of the printing press). Content matters, it always has.
Here are a few great reasons you need to put down the phone and get started on your content creation strategy asap, before you go bankrupt.
Builds Trust and Loyalty
No business is built on first-time visits unless they are desperate buyers. Imagine you’ve just hiked across the Sahara. You’ve been a day without water and you’re as irritable as hell, no one will dare look you in the eye for fear of having their head bitten off. You have one goal – water. Are you going to hold on for your favorite Starbucks? Hell no, you will buy or beg for the first lot of water you come across. Businesses don’t make the majority of their earnings from people who pick up their product for the first time, even the big ones like the Wal-Mart or Tesco.
Businesses start to earn when people read their content and decide that it is so good that people either want to make an additional purchase or get a subscription.
99% of businesses would’ve gone under by now if they had to get new customers just to get paid.
But a lot of online businesses look at their business that way. They spend way too much time and energy on search engine optimization to get new customers instead of focusing on doing a better job for repeat visitors. Successful and famous news blogs like TechCrunch or the Huffington Post get a lot of their traffic from their repeat visitors. Great content brought them loyal fans and followers and it also keeps them coming back for more.
It’s taken years of hard work for Google, Yahoo and Bing to perfect the search (and my recent searches tell me they still haven’t got this right) and bring up the most relevant information from your search query. Their goal is to give people searching their engines the best, most relevant content possible.
Marketers who tend to focus solely on the marketing aspect rather than the content will eventually die away because search engines continue to evolve and are becoming smarter every day.
Building your website with a decent understanding of basic SEO and pairing it up with great content will guarantee results and your site will flourish. But if all your attention is directed towards SEO and you don’t give much thought to content then you might as well pack up and go home now. You will not thrive when you don’t focus on creating awesome content. PS Just because you get a lot of traffic it doesn’t make your content awesome, look what happens when you go on holiday – it falls through the floor. Good promotion doesn’t mean you have good content. Know the difference.
Selling High Ticket Items
Low quality content websites might be able to sell $0.20 clicks through AdSense. But high quality websites can sell $5,000 DVD sets in record speed. Why? Because great quality content will allow you to build rock-solid relationships with your readers. This relationship will allow you to sell a countless number of things as well. From high end items, recurring memberships and even one on one coaching – it all starts with good quality content.
Over time, only content that helps people will stand the test of time. Of course that doesn’t help you when you are lying awake at 3am, but this will: Content is here to stay until human beings are no longer here. When you invest in your content you have material that you can use over and over again, and it pays off consistently for your business.
Stop listening to idle speculation, and look at the facts; content has been here centuries and is here to stay for a few more.